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Andaz Shanghai offers guests a refreshing take on the boutique lifestyle hotel, reports Tang Zhihao in Shanghai.迷你倉樂器 Andaz Shanghai, in Xintiandi, a lifestyle hotel belonging to the Hyatt chain, has become a preferred boutique hotel choice in China, especially among local Shanghainese. Boutique hotels have risen in popularity to meet the needs of an increasing number of sophisticated guests who are more comfortable with a less-traditional stylish hotel experience. The growing maturity and sophistication of the Chinese market has further helped to drive the desire among Chinese consumers for a more personalized hospitality experience. “We have seen our business grow year-on-year thanks to the prestigious events held in our hotel,” says Robert Hamer, the general manager of Andaz Shanghai, who was appointed this April. Hamer says that Andaz offers the “unique, local feel” of an independent hotel with the power of the Hyatt brand behind it — delivering consistent guest experiences — and offering a refreshing take on a boutique lifestyle hotel. Andaz, which means “personal style” in Urdu, encapsulates the essence of the brand’s philosophy that respects and caters to guests’ personal style and preference. The brand was established in 2007, with Andaz Liverpool Street in London as the inaugural hotel. Hamer started his career in the hotel industry in 1988 at Hyatt Regency Sanctuary Cove and has experience in several luxury Hyatt-branded hotels in the Asia-Pacific region, including Grand Hyatt Hong Kong and Grand Hyatt Tokyo, before he joined Andaz Shanghai as the general manager. He says operating a lifestyle hotel is very much the same as the management of a traditional luxury hotel. “The major difference between the two is that Andaz can be more barrier-free and its style is integrated into the fabric of the indigenous culture of the neighborhood where it is based,” he says. Andaz is focused on immersing guests in the local culture, in making them feel like a native by creating an ever-changing authentic view of the locale they are visiting. Min Bae, the sales and marketing director of Andaz Shanghai adds, “Our guests join us in living mindfully and meaningfully while getting to know the places they stay, more intimately. They are eager to be informed and motivated by local cultural experiences. Therefore each Andaz reflects the unique cultural scene and the spirit of the surrounding neighborhood, 迷你倉西貢ombined with the warmth of Hyatt’s authentic hospitality. “We call our customers the professional Bohemians, who are pretty savvy about arts and lifestyle, and very up-to-date about design.” It is also the personalized host services that distinguish Andaz hotels from the traditional hotels. At every Andaz hotel, guests receive a personalized and uncomplicated arrival experience in a “lounge”-style lobby. This includes being welcomed by an Andaz host and being offered a complimentary drink in the lounge. Then in the guestroom, guests can enjoy complimentary amenities including wireless Internet, a minibar with non-alcoholic beverages and snacks, and unlimited local phone calls. It is a competitive marketplace but “given the increasing affluence of the Chinese consumers and the sheer size of the market, there is a large source of potential new customers for us. Our products and brand are something new and there are always elements of fascination, exploration and adventure to allow guests to try something new”, Hamer says. He says the hotel has benefited from the city’s lifestyle hub Xintiandi, which is within a stone’s throw. Xintiandi combines the historical and cultural identities of Shanghai and showcases prestigious modern brands, fashion boutiques, restaurants and bars; an ideal place for travelers to do shopping and enjoy entertainment. He says people who come to Shanghai for the first time for holidays might choose hotels at the Bund in order to enjoy the scene along the Huangpu River, the Western-style architecture and the Pudong view. “However, lifestyle travelers may not want the tourist trip to the Bund. They may want to be in a more social environment where there are nice bars and places for shopping. And there is Andaz in Xintiandi,” Hamer says. “Operating in China for more than two years, Andaz has gone from strength to strength in terms of both business growth and brand awareness among local and international consumers. With our audiences becoming more sophisticated and looking for fresh experiences, we believe we will continue to see strong growth,” Bae says. Contact the writer at tangzhihao@chinadaily.com.cn. The major difference between the two (lifestyle and traditional luxury hotel) is that Andaz can be more barrier-free and its style is integrated into the fabric of the indigenous culture of the neighborhood where it is based.” Robert Hamer general manager of Andaz Shanghai 迷你倉將軍澳